Inter(esting)activity
Roderick White
The spread of digital TV across a significant proportion of households in most major TV advertising markets has enabled interactive TV advertising albeit, with several different operating 'platforms', each of which has its own technical requirements. As often with new technologies, things are a bit messy until standards settle down.
At the same time, the internet and the mobile phone both invite interactive communications indeed, the 'I' in the various IABs presciently stands not...